A systematic mapping study of using artificial intelligence and data analysis in digital marketing: Revealing the state of the art

Abstract

The use of cutting-edge technologies in the market is actively drawing the attention of marketing scholars because of its huge advantages in business such as sustainable competitive and financial outcomes. The digital marketing literature is prolific with works focused on artificial intelligence and data analysis in different aspects of marketing such as customer loyalty and brand management. As the number of research publications for integrating artificial intelligence and data analysis in digital marketing is steadily growing, a need to systematically identify, analyze, and classify the state of the art of this research field emerges. Inspired by this need, this paper aims to provide scholars with a comprehensive overview of the state of the whole research in the digital marketing field including artificial intelligence and data analysis applications. By systematically analyzing literature based on search strategies and classification framework, an overview of the central research themes and main findings were retrieved from the bodies of knowledge in the years from 2016 to 2022. The main contributions of the systematic mapping study include a reported portfolio of key publications, a systematic map of comparing, classifying, and evaluating existing knowledge of the digital marketing field, an overview of the central research topics and findings, and future research agenda. Finally, from the systematic mapping research of the studies, the state of the art of the whole research of digital marketing and the cutting-edge technologies integrated field and theoretical & practical implications are revealed.